California Casualty offers auto and home insurance to four key audiences—teachers, nurses, police offices, and firefighters. Competitive positioning is important in solidifying the California Casualty brand and continuing to drive qualified leads/calls from the target markets. California Casualty could capitalize on one of its strengths, group relationships, not only to provide access to members, but also to show that the products offered are customized to protect them in their daily lives and occupations.

Consumers are inundated with come-on’s from insurance providers offering discounts, coverage benefits, service messaging and much more. California Casualty has a unique offering for people in four key specific occupations (educators, law enforcement officers, firefighters and nurses)—coverage designed for their lives. This position needed to be highlighted in the scope of the messaging as a complement.

SKM recommended that California Casualty strengthen its existing branding with a subtle but important shift in positioning: replacing the tagline, “We serve the people who serve our communities” with “We protect American heroes.”

The new tagline was brought to life by featuring real people from the company’s four core association relationships: educators, law enforcement officers, firefighters and nursing professionals. They are the everyday heroes protected by California Casualty.

Real people were featured in advertising identified by their first name and the line, “Protected by California Casualty” to establish use of real customers, not models or paid actors.

Our creative strategy put a celebratory spotlight on the people who protect, care for and teach others every day.